交通银行S分行竞争战略研究

发布时间：2018-06-10 14:31

本文选题：交通银行S分行 + 竞争战略　；参考：《广西大学》2017年硕士论文

【摘要】：近年来对于传统银行业来说是艰难的一段时期。资本市场冰火两重天,外汇市场瞬息万变,利率市场化完全放开,互联网金融风生水起,银行净利润增速近乎为零,不良风险加速暴露。国家和S市的政治法律、经济、社会、技术环境给交通银行S分行带来发展的机遇,良好的宏观经济环境、居民收入以及财富在不断增长;同时挑战也是存在的,近年来的信贷需求难以扩大、市场风险不断暴露。S分行成立发展26年来形成了自身的优势,知名度较高的财富管理品牌、口碑较好的信用卡活动;但同时也存在一些劣势,相对较少的网点数量、创新能力不足。本文以交通银行S分行的竞争战略为研究课题。结合国内外的研究,利用SWOT模型确定交通银行S分行的差异化竞争战略选择。提出交通银行S分行零售业务板块要突出个人资产业务、交叉销售、手机银行、有效客户和信用卡网上支付等重点,创新获客模式,加大线下网点、线上流量和外拓营销等全渠道获客力度;公司业务板块要以客户分层分类分级管理为抓手和突破口,提高客户营销层级,构建多层次的客户管理体系和经营责任体系,形成统筹推进、反应灵敏、协作高效、服务专业和权责清晰的新型客户服务管理体系。“十三五”时期是交通银行S分行改革图存、转型求变和创新超越的关键期。只有实施差异化竞争战略,实现从“从产品为中心”向“以客户为中心”经营模式的转变,才能保持长期稳健发展,实现基业长青。
[Abstract]:Recent years have been a difficult period for the traditional banking industry. Capital market ice and fire, foreign exchange market rapidly changing, interest rate liberalization completely open, Internet financial wind and water, bank net profit growth rate near zero, bad risk accelerated exposure. The political, legal, economic, social and technological environment of the state and S city brings opportunities for the development of the S branch of Bank of Communications, a good macroeconomic environment, and the increasing income and wealth of the residents. At the same time, challenges also exist. In recent years, credit demand has been difficult to expand, and the market risks have been exposed continuously. Since the establishment and development of .S branch for 26 years, it has formed its own advantages, a wealth management brand with a high reputation, and a credit card activity with good reputation. But at the same time, there are also some disadvantages. Relatively small number of outlets, innovation capacity is insufficient. This paper focuses on the competitive strategy of Bank of Communications S Branch. Combined with domestic and international research, SWOT model is used to determine the choice of differentiated competitive strategy of Bank of Communications S Branch. It is proposed that the retail business section of Bank of Communications S Branch should highlight the key points of personal assets business, cross-selling, mobile banking, effective customers and credit card online payment, innovate the mode of obtaining customers, and enlarge the offline network. All channels, such as online flow and outreach marketing, will get customers; the company's business sector should focus on customer stratification, classification and grading management, improve customer marketing levels, and build a multi-level customer management system and management responsibility system. Develop a new customer service management system that is responsive, efficient, professional and accountable. The 13th five-year period is the key period of S branch reform of Bank of Communications. Only by implementing the strategy of differentiated competition and changing from "from product-centered" to "customer-centered" can we maintain long-term steady development and realize the everlasting development of the foundation industry.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33

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